Waitrose is one of Welcome Break's newest brands, designed to mirror Moto's success with M&S Simply Food. Welcome Break have previously trialled Sainsbury's but decided not to roll it out.

In May 2009 it was trialled at motorway services as part of their aim to expand their business. The two trial stores are the smallest of all Waitrose units, but take a lot of space from WHSmith. It was predicted to be very successful, and in September it was announced that nine more stores would be opening.